It should come as no surprise that colleagues are the top source of medical information for practicing physicians—trusted above all other sources. Considering the influence of colleagues in the physical realm, cyber communities are quickly rising as one of the prominent go-to sources for all things professional. Stated simply, online social networking expands a physician’s […]

What is a geo-fence? A geo-fence is a dynamically generated, predefined set of boundaries—as in a radius around a store or other location—similar to school attendance zones or neighborhood boundaries. Why use it in physician-targeted marketing plans? The latest data (source: Kantar Media) shows that 68% of healthcare professionals (HCPs) surveyed use smartphones for professional […]

Most pharma managers have little experience in deciding what the essentials are in preparing an early asset molecule for launch. Although a molecule may be too new or too far from launch to have a generic or brand name, it is not too early to start thinking about market preparation. Companies are realizing that to […]

After 25 years in pharmaceutical advertising, I am perplexed by how limited our industry efforts to “get emotional” with our healthcare audiences has been. Science confirms (and other industries have put it into practice successfully) that most of the decisions we make are based on an emotional response. This is also true for brand selection. […]

International websites bring forward a myriad of challenges that need to be carefully examined. We’ve seen in the news how one cultural norm online can end up making global news. What happens to the slip-up that doesn’t make national news but turns off an entire country of people? Most Common Misstep The most common misstep […]